Hello, my name is Erin and welcome to Nextopia eCommerce Labs. I’m here today to share some knowledge from our team of experts about site search analytics data and why it is important to the success of your online store.
Site search analytics data is information about the searches your customers are entering on your site: what terms are used, which terms perform the best, and which terms return no results.
Looking into site search analytics data is important for a few reasons.
First, looking into your site search analytics data will give you an in-depth look into which search terms are most commonly used. This information is vital to planning future product offerings, managing your stock, and strategizing your marketing campaigns.
Second, knowing the details of your search terms can also show you what search terms are yielding zero results. This can help you stock products you aren’t carrying, but people want, guide you towards synonyms and redirect rules, and help you rename poorly titled products.
Third, it gives you the ability to look into the ROI of your marketing campaigns. If you have launched a marketing campaign around a certain product or group of products, but you don’t see an uptick in those specific search areas, chances are your campaign has been ineffective.
Lastly, site search analytics data gives you vital information to help set up your PPC campaigns. By using your top-performing search terms, you can set up campaigns on long-tail keywords with low competition and outsmart your competitors.
By looking into this data you are making an effort to better understand your customers. After all, the most important feedback comes from your customers, and using their data to guide your decision making can help give you a much-needed edge.
Thanks for watching and I’ll see you next time!